Fighting to remember

Creative idea

As antisemitism rises worldwide - Israel’s role as the keeper of Holocaust memories becomes prominent. The problem: the connection between remembrance and the Israeli Gen-Z is thinning. Zikaron Basalon, an NGO focused on fostering connections with survivors, sought to reach disconnected Gen-Zer’s by bringing testimonies into their worlds – telling the stories in their context. How? By teaming survivors and famous influencers to take over Call of Duty WWII – together mapping out live testimonies through gameplay and social media. Thus, we brought their stories into the teen world, bringing them to life, giving them a whole new dimension and longevity.

Brand name: Zikaron Basalon
Advertiser / client: Zikaron Basalon
Product / service: Holocaust memorial NGO
Campaign name: Fighting to remember
Agency network: McCann
Agency: McCann Tel Aviv
Production company: Mud production
Web address: https://fightingtoremeber.zikaronbasalon.com/
Executive creative director: Sigal Abudy
Creative director: Asa Keren&Yonatan Titel
Art director: May Idy & Kfir Perez
Copywriter: Oskar Mendel
Account director (agency): Sapir zagury-geva
Client account director: Rotem Pirani
Strategic planner / strategist: Noa Zinman
Senior planner: Avishag Bar Moshe
Agency producer: Oshri Turgeman
Post production producer: Luke Stazaker
Additional company: Pierre Lipton, Co-Chief Creative Officer, McCann New York Ethan Schmidt, SVP Group Creative Director, XBC Creative Chad Baker, SVP Group Creative Director, McCann New York Adrian Botan, CCO Europe, McCann Worldgroup Carmen Bistrian, Global Product Excellence Director, McCann Worldgroup Amazon Brand Innovation Lab